XBOX

Hunt the Truth

Global Launch Campaign

Halo 5 was a different Halo, with no clear hero and no clear villain. So rather than create a campaign that answered questions, we created one deliberately designed to get fans debating the truth. We built a provocative teaser loaded with hidden messages, ran it with a "Serial" style podcast and in a world's first, ran two back-to-back ads that directly contradicted each other. Then we sat back, relaxed, and watched the internet crack in half.

There were many players who gave their energy and talents to making this global Halo 5 campaign.
I helped develop and pitch the brand campaign, and produced "Bullet".

Mobile “Bullet”

People watch video differently in mobile news feed than on TV, so we created a video optimized for Facebook and Instagram to capture audience attention in the first 3 seconds, even without sound.


Credits:
AD/ACD: Sharon Chow Kaye, Ezra Paulekas
CW/ACD: Gregg Nelson
CCO: Scott Duchon, James Robinson
Senior Producer: Brandon Romer
VFX: Blacksmith

News

Halo 5: Guardians Integrated Campaign Wins a Bronze Effie
Twitter Recognizes Halo 5 as one of 2015's most social campaigns
An Explosive Teaser and New Podcast Offer Ominous Clues Ahead of "Halo 5: Guardians"
Halo "Bullet" Featured as Creativity's Pick of the Day